writing advice Archives

subheadings, titles, writing, writing advice, writing better, writing well, writing with clarity

5 Ways to Hook Readers With Your Subheadings

1. Move from the general to the specific. As one whiskey maker put it, “Don’t be vague — ask for Haig.”

Example: Scenarios for Changing Trusts
Revised: How to Divide Trust Assets Fairly

Another way to clarify your subheadings (and improve SEO) is to use questions people ask from Google’s Instant or Answer box or Answer the Public.

Example: When Should You Decant a Trust?

Several subheadings in a long article can form a table of contents.

2. Keep count – In a study of 100 million article headlines by digital marketing experts BuzzSumo, the top two most engaging headlines began with a number.

Example: 7 Ways NOT to Win an Argument

Numbers in headings can also help your SEO. For instance, many top-ranked pages have numbers in the titles and subheadings. They’re timeless attention-getters in ads and on magazine covers.

3. Add benefits – Think of subheadings as part of the content that helps promote your piece throughout. Feature a different benefit in each subsection.

Example: Sharpening Your Subheads to Build Engagement

4. Get active – Through action verbs and persuasive wording, subheads can lead into a call-to-action.

Example: “Listen to music ad-free and offline, free until December 6, 2022. Cancel anytime.” (Spotify)

5. Use moderation – Explain, but not too much. Leave some mystery with simplicity.

Example: How Sears Keeps its Promise

Interested in repurposing or re-posting your existing content? Consider a makeover to help increase impressions.

BOOST YOUR ENGAGEMENT

How have you used subheadings effectively? Feel free to comment further below.

Quotes

“Subheadings are like signposts for your readers.” ~ Cinden Lester

“Write subheads that reveal, rather than conceal, your contents.” ~ Ann Wylie, Wylie Communications

Comments? Suggestions? Need help with your communications? Contact me.

business communication, business writing, clear writing, writing advice, writing more clearly, writing well, writing with clarity

5 Ways to Think Clearly to Write Clearly for Your Business

1. State the theme or goal – To write clearly for your business, jot what you want to say and why in one sentence. This sentence may serve as a guide throughout, helping you keep to one topic.

2. Know your reader – Put yourself in their shoes. Marketers often espouse the concept of personas, creating sketches of an average reader. For example, what does your average reader look like? Where do they live? What do they do? Thinking about them can help you refine your concept and the language you’ll use to reach them.

3. Think through it – Consider the 5 W’s and the H of journalism: who, what, when, where, why, and how. As part of critical thinking — based on information gathered from observation, experience, reflection, reasoning, or communication, connect these parts logically to each other, building on each point. Follow a logical progression of ideas. Talking to others about these concepts before you begin can help you clarify your ideas and expose you to other views.

4. Set boundaries – Decide on the format and structure — outline the key points. Or, as prewriting practice, write through your concept in a series of numbered steps. Or pretend you’re writing a Twitter post and break each thought into bullet points or numbers. This can help you arrange your thoughts logically.

5. Prime your mind – Before you write, read pithy prose by Ernest Hemingway, E.B. White, William Zinsser, or the greats in your genre as examples of how to keep it simple.

Is your writing as clear as mud? Find out how to turn your gibberish into everyday English to gain the right clients.

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How do you think clearly to write clearly? Feel free to comment below.

Quotes

“Writing is thinking. To write well is to think clearly. That’s why it’s so hard.” ~ David McCullough

“Anyone who can think clearly can write clearly. But neither is easy.” ~ William Feather

writing advice, writing better

5 Ways to Write Transitions Well

1. For flow – As the Little, Brown Handbook suggests, if a series of sentences lack a clear connection in-between, write transitions to link your sentences and paragraphs together.

2. In comparisons – When you compare two similar things or ideas, sometimes a transitional word or phrase can help readers understand the connection between them.

Example: “Onions are root vegetables, as are carrots.”
Revised: “Like onions, carrots are a root vegetable.”

3. To contrast – If you’re describing two different things or ideas, a transition can ease your explanation.

Example: “Carnivores eat meat only. Herbivores follow a plant-based diet.”
Revised: “Carnivores eat meat only, but herbivores follow a plant-based diet.”

4. To explain – Transitions can help you define and clarify a concept.

Example: “A sandwich contains a filler placed between two slices of bread. Popular sandwiches include bologna, peanut butter and jelly, or tuna.”
Revised: “A sandwich contains a filler placed between two slices of bread. For example, peanut butter and jelly is a popular sandwich filler.”

5. To summarize or end gracefully – A transitional word or phrase shows readers they’re near the conclusion of your piece.

Example: “All in all, a cross-country trip can open your eyes to the world around you.”

Need help making your writing easier to understand? Contact me for advice.

How well do you use transitions in your writing? Feel free to comment further below.

Quotes

“Transitions are critically important. I want the reader to turn the page without thinking she’s turning the page. It must flow seamlessly.” ~ Janet Evanovich

“If we encounter ‘thus,’ ‘therefore,’ ‘consequently,’ and the like, we know that the next statement should follow logically from whatever has already been presented. If we see ‘nevertheless,’ ‘still,’ ‘all the same’ or the like, we must be prepared for a statement that reverses direction.” ~ Bonnie J.F. Meyer, Ph.D., Professor of Educational Psychology, Penn State

Comments? Suggestions? Need help with your communications? Contact me.

business writing, writing advice

5 Ways to Say Thank You

1. Tell a story – Among the many ways to say thank you, describe how the receiver of your message made you feel. Detail how they helped you or your company/organization and why their actions were memorable.

Example: “DeShawn, I’ll never forget the time when you and the team collected donations for our local food bank. Your efforts built morale as everyone worked together for the greater good. Thank you for coming up with this idea and for inspiring us to serve people in need in our community. We couldn’t have done it without you.”

2. Highlight the good – Name the qualities you admire in the person.

Example: “Mary, I truly appreciate your attention to detail. I never have to worry about an error in our inventory reports. Your quick response to my questions has also meant a lot to me. Thank you so much for all of your help.”

3. Simplify – Even a short sentence or two can make an impact.

Example: “Taylor, you’re the best. Thank you for your business throughout the year. Whenever you need more toner for your printouts, we’ll be happy to serve you.”

4. Be human – Imagine the person you want to thank sitting in front of you. What would you say to them? Write like you would speak — ditch the jargon and lose the formality. Express warmth and kindness sincerely and naturally. Add some enthusiasm. An appropriate quote can also make an impression.

Example: “As Shakespeare wrote, ‘Some are born great, some achieve greatness, and some have greatness thrust upon them.’ John, thank you for contributing to another profitable year. Your great dedication to our customers has added to our success. You’ve made quite a difference! As the new year approaches, I’d love to work with you again. All the best to you and yours.”

5. Borrow – If you’re struggling to find the right words, read 15 Different Ways to Say Thank You in the Business World or 20 Best Thank You Messages and Quotes to Show Customer Appreciation. Make the wording your own.

Could your “thank you” note use a dash of class? Don’t stress! Contact me for some pointers.

How do you like to say “thank you”? Feel free to comment below.

Quotes
“As we express our gratitude, we must never forget that the highest appreciation is not to utter words, but to live by them.” ~ John F. Kennedy

“I would maintain that thanks are the highest form of thought and that gratitude is happiness doubled by wonder.” ~ G.K. Chesterton

Comments? Suggestions? Need help with your communications? Contact me.

advertising guidelines, writing advice

5 Types of Industry Advertising Guidelines to Follow

1. Law – Based on a landmark 1977 case (Bates v. State Bar of Arizona, 433 U.S. 350, 377), in 1988, the American Bar Association (ABA) issued its Aspirational Goals for Lawyer Advertising. It offers “essential ideas on how lawyers can advertise in an effective yet appropriate fashion.” Beyond industry ethics, you may also need to follow laws in the state where a firm or organization practices, apart from any content or privacy rules.

2. Real estate – The National Association of REALTORS® has its own Code of Ethics & Standards of Practice for its residential real estate agents. They include advertising guidelines. Beyond the federal Fair Housing Act requirements, REALTORS® may also need to meet state and local fair housing laws.

3. Senior living communities – The Fair Housing Institute effectively summarizes terms these communities can use in their advertising to comply with the federal Fair Housing Act. Like real estate agencies, these residences should also comply with the Housing and Urban Development’s Fair Housing Advertising, Part 109 rules.

4. Health care – The Health Insurance Portability and Accountability Act (HIPAA), enacted in 1996, was intended to “improve the efficiency and effectiveness of the health care system” and includes protections for the privacy of health information. What does this have to do with marketing or advertising? If you run a health care organization, you need to get permission before you gather information. Among the steps to take, you should remove any personally identifiable information. This extends to testimonials and reviews posted publicly, which shouldn’t include the patient’s name or the specific nature of any health issues they disclose. Violations can lead to severe fines.

5. Advertising in general – The Federal Trade Commission has published several advertising and marketing rules. “Under the law, claims in advertisements must be truthful, cannot be deceptive or unfair, and must be evidence-based. For some specialized products or services, additional rules may apply.” They cover such issues as:

advertising to children
standards for endorsements and testimonials
online advertising (including COPPA, the Children’s Online Privacy Protection Act and the CAN-SPAM Act for commercial emails)
telemarketing
claims in ads regarding health, the environment, and “Made in the USA.”

Which rules do you need to follow in your writing? Feel free to comment below.

Need help complying with industry guidelines in your content writing? Contact me.

Quotes

“Following the rules of your industry will only get you so far.” ~ Max McKeown

“There are rules to everything, even if nobody made them up, even if nobody calls it a game. And if you want things to work out well, it’s best to know the rules and only break them if you’re playing a different game and following those rules.” ~ Orson Scott Card

Published October 5, 2021